The Unofficial Google Data Science Blog

MAY 31, 2016

However, it is generally not possible to determine the incremental impact of advertising by merely observing such data across time. One approach that Google has long used to obtain causal estimates of the impact of advertising is geo experiments. What does it take to estimate the impact of online exposure on user behavior?

Advertising 42

Advertising Testing Sales Statistics 42

Occam's Razor

AUGUST 12, 2013

MCA-O2S covers the challenge of attributing the offline impact (revenue/brand value/butts in seats/phone calls/etc) driven by online marketing and advertising. MCA-AMS covers the challenge of attributing accurate impact of our marketing and advertising efforts across multiple devices (desktop, laptop, mobile, TV). From a Venn -diagram.

Modeling 161

Modeling Optimization Marketing Interactive 161

Occam's Razor

AUGUST 13, 2012

If your wish in the second part is to track effectiveness of advertising ( how to determine ROI ) then please see this post: Measuring Incrementality: Controlled Experiments to the Rescue! What report would you want to see on conversion attribution that would help you decide where to spend?? That is the solution.

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Domino Data Lab

MAY 8, 2019

They also require advanced skills in statistics, experimental design, causal inference, and so on – more than most data science teams will have. Agile was originally about iterating fast on a code base and its unit tests, then getting results in front of stakeholders. evaluate the effects of models on human subjects. Agile to the core.

Machine Learning 105

Machine Learning Data Science Modeling Visualization 105

Occam's Razor

OCTOBER 19, 2010

If you have evolved to a stage that you need behavior targeting then get Omniture Test and Target or Sitespect. With simple configuration updates in the tools you'll create a custom report showing you Source/Campaign, Visits –> Live Chat % –> Goal Conversion Rate –> Per Visit Goal Value. and embrace Multiplicity.

Analytics 135

Analytics Testing Measurement Optimization 135

Occam's Razor

JANUARY 9, 2012

But you can probably find 1000 people *relevant* to your brand and message by advertising on 28 *relevant* channels in the long tail (those after channel #14). Allocate some of your aforementioned 15% budget to experimentation and testing. Or the relevant 50. Consider rewarding people with new ideas.

Marketing 140

Marketing B2B Measurement Risk 140

datapine

JANUARY 31, 2022

For example, in regards to marketing, traditional advertising methods of spending large amounts of money on TV, radio, and print ads without measuring ROI aren’t working like they used to. Everything is being tested, and then the campaigns that succeed get more money put into them, while the others aren’t repeated.

Business Intelligence 214

Business Intelligence Analytics Cost-Benefit ROI 214

CIO Business Intelligence

MAY 20, 2024

Monthly reports aggregate data from all the machines to identify high- and low-yielding ones. He tested this hypothesis by having some machines at the facility warm up and others not. Characterizing these as “knowledge management systems” constitutes false or at best misleading advertising.

Management 109

Management Interactive Measurement Marketing 109

Occam's Razor

NOVEMBER 2, 2015

Higher Order Bits: Human vs. Business, Success KPIs, S-T-D-C Framework, MoR Test. It is pronounced the more test. It is an acronym for a test I often use in my consulting engagements. It stands for: Money off Roof test. Google SMB channel on Facebook fails (massively) the MoR test. Facebook for Businesses.

B2B 167

B2B Metrics Testing Recreation/Entertainment 167

Occam's Razor

APRIL 29, 2013

It is expensive from a systems/platforms/data processing/data reporting perspective. Focus on incredible behavior metrics like Pages/Visit, focus on the Visitor Flow report, obsess about Checkout Abandonment Rate, make love to Average Order Size. PS: Bonus : Facebook Advertising / Marketing: Best Metrics, ROI, Business Value.

Marketing 166

Marketing Metrics Advertising Measurement 166